Advertisement

Assessing Competition for Social Media Attention Among Non-profits

  • Rosta FarzanEmail author
  • Claudia López
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11185)

Abstract

Most non-profits maintain a social media presence with the hope to increase their popularity and achieve goals, such as to collect donations or recruit volunteers. While there is a strong vibe about the popularity of social media, there is very little empirical evidence on whether and how nonprofits can benefit from social media participation. We propose a method to quantify and assess the relationship between public social media attention and the amount of donations non-profits receive as a measure of success. We aim to address an essential limitation of prior research which has focused on studying the impact of social media on non-profits in isolation. To do so, we conducted a study of the Facebook participation of 76 non-profit organizations in Chile. Our results highlight factors that contribute to competition for public attention and show at what level social media attention relates to donation support.

Keywords

Local non-profits Facebook Donations Attention competition 

Notes

Acknowledgements

This work was partially funded by CONICYT Chile, under grant Conicyt-Fondecyt Iniciación 11161026.

References

  1. 1.
    Grau, S.L., Folse, J.A.G.: Cause-related marketing (CRM): the influence of donation proximity and message-framing cues on the less-involved consumer. J. Advert. 36(4), 19–33 (2007)CrossRefGoogle Scholar
  2. 2.
    Guo, C., Saxton, G.D.: Tweeting social change: how social media are changing nonprofit advocacy. Nonprofit Volunt. Sect. Q. 43, 57–79 (2013).  https://doi.org/10.1177/0899764012471585CrossRefGoogle Scholar
  3. 3.
    Hou, Y., Lampe, C.: Social media effectiveness for public engagement: example of small nonprofits. In: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, pp. 3107–3116. ACM (2015)Google Scholar
  4. 4.
    Kanter, B., Fine, A.: The Networked Nonprofit: Connecting with Social Media to Drive Change. Wiley, Hoboken (2010)Google Scholar
  5. 5.
    Lovejoy, K., Saxton, G.D.: Information, community, and action: how nonprofit organizations use social media. J. Comput. Mediat. Commun. 17(3), 337–353 (2012)CrossRefGoogle Scholar
  6. 6.
    Mansfield, H.: Social Media for Social Good: A How-to Guide for Nonprofits. McGraw Hill Professional, New York (2011)Google Scholar
  7. 7.
    Mathos, M., Norman, C.: 101 Social Media Tactics for Nonprofits: A Field Guide. Wiley, Hoboken (2012)Google Scholar
  8. 8.
    McPherson, J.M., Rotolo, T.: Testing a dynamic model of social composition: diversity and change in voluntary groups. Am. Sociol. Rev. 61, 179–202 (1996)CrossRefGoogle Scholar
  9. 9.
    Saxton, G.D., Waters, R.D.: What do stakeholders like on facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. J. Public Relat. Res. 26(3), 280–299 (2014)CrossRefGoogle Scholar
  10. 10.
    Thrall, A.T., Stecula, D., Sweet, D.: May we have your attention please? Human-rights NGOs and the problem of global communication. Int. J. Press Polit. 19, 160–180 (2014).  https://doi.org/10.1177/1940161213519132CrossRefGoogle Scholar
  11. 11.
    Waters, R.D., Burnett, E., Lamm, A., Lucas, J.: Engaging stakeholders through social networking: how nonprofit organizations are using facebook. Public Relat. Rev. 35(2), 102–106 (2009)CrossRefGoogle Scholar
  12. 12.
    Waters, R.D., Jamal, J.Y.: Tweet, tweet, tweet: a content analysis of nonprofit organizations’ twitter updates. Public Relat. Rev. 37(3), 321–324 (2011)CrossRefGoogle Scholar
  13. 13.
    Xu, W.W., Chiu, I.H., Chen, Y., Mukherjee, T.: Twitter hashtags for health: applying network and content analyses to understand the health knowledge sharing in a twitter-based community of practice. Qual. Quant. 49(4), 1361–1380 (2015)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2018

Authors and Affiliations

  1. 1.University of PittsburghPittsburghUSA
  2. 2.Universidad Técnica Federico Santa MaríaValparaísoChile

Personalised recommendations